Maracuya / Passionfruit
Consumer Research | Multicultural Brand Strategy
To capture the love of Latin American travelers, we created Maracuya. This spot shows how one quintessential item can be identified so differently between so many different cultures, reminding us that Latin American culture is not a monolith, it's a tapestry of cultural experiences. “Maracuyá,” or passion fruit, serves as the connecting element between different places and experiences in Latin America while Salma Hayek’s voiceover reminds travelers of the unique benefits of traveling with Expedia
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Conducted extensive research on Latin American culture, language, and travel habits. Identified cultural nuances of Latino consumers to embed throughout the 30-second spot. (ex. Slicing and serving fruit as a sign of love & packing an extra suitcase when going home to visit family). Researched all of the different ways people say 'passionfruit' across the diaspora. Ensured that a variety of Latin American cultures were included and fairly represented.
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Worked with strategy and business affairs to identify bilingual Latino voice actors that would resonate with broader Latino and American audiences. Helped sell in Salma Hayek as the top choice.
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Worked with brand strategy & comms strategy team to develop and sell in internal strategy.
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20-40% above benchmark
in likability, relevance, credibility, booking intent and brand interest.
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4x more
“saves” and “shares” on social than compared to benchmarks.
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5% increase
in incremental visits in top Hispanic markets across the ENG/SPAN language US sites.